eBalance

Present year-round: 360° campaign mix for sustainable brand performance

Home » Case Studies » Seasonal omni-presence in a 360° media mix

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About eBalance

With brand awareness of over 60%, eBalance GmbH is one of the best-known digital health and nutrition brands in Switzerland. The online weight-loss program has supported more than 150,000 members for years on their journey toward a healthier lifestyle — with personalized meal plans, exercise recommendations, and personal coaching. The foundation of the program is the food pyramid of the Swiss Society for Nutrition (SGE), combined with a holistic approach that integrates movement, motivation, and knowledge transfer. As the market leader in the “online weight loss” category, eBalance faces a recurring challenge each year: demand is heavily seasonal — especially at the start of the year and before summer. To ensure maximum presence during these crucial phases, WEVENTURE developed a 360° omnichannel strategy that united TV, SEA, and social media into one coherent, high-performance campaign architecture.

Step 1

The Challenge

With brand awareness already exceeding 60%, eBalance had a strong starting point. However, in the highly competitive market for digital nutrition programs, awareness alone is not enough. The goal was to build seasonal omnipresence across all relevant channels — from TV to social media — while achieving measurable performance outcomes.

Seasonal demand

The market for online weight-loss programs fluctuates significantly. Competition is especially fierce at the beginning of the year and in spring — periods when eBalance must remain highly visible.

Separating brand and non-brand campaigns

Clear separation between brand and non-brand campaigns was crucial for efficient budget allocation and optimal use of brand strength.

Long decision-making processes

Purchasing a program like eBalance is rarely an impulse decision. It requires trust, ongoing visibility, and consistent brand communication across all touchpoints.

Omnichannel consistency

TV, Google, YouTube, and Facebook needed to be perfectly aligned in tone, visuals, and timing to ensure cohesive brand positioning.

Reaching younger audiences

Social media played a key role in activating new and younger audiences that were not yet familiar with eBalance.

Step 2

Our Approach

To optimally position eBalance during the critical seasonal months, WEVENTURE developed a cross-channel strategy that seamlessly linked brand building with performance. The focus was on generating attention, establishing trust, and driving measurable conversions across all touchpoints.

Campaign structure & channel strategy

Separate brand/non-brand campaigns: Built a clear campaign logic for efficient budgeting and precise targeting.
Thematic clusters by weight-loss type: Structured SEA campaigns by interest segments (sports, nutrition, motivation) with dedicated landing pages.
Remarketing via Display & YouTube: Multi-stage retargeting along the customer journey to re-engage prospects.
Content keyword targeting: Used contextually relevant keywords to gain visibility in high-quality environments.
Similar-audience strategy: Reached new users exhibiting similar behavior and interest in a healthy lifestyle.

Brand communication & creative execution

Development of a consistent brand story: Established a unified narrative across TV, social media, and search campaigns.
Performance TV as a reach engine: Produced, booked, and managed TV spots aligned with digital channels.
Before-and-after storytelling: Used real success stories (eBalance ambassadors) as the emotional core of the campaign.
YouTube video marketing: Deployed in-stream and in-display formats for remarketing with a strong focus on conversions.
Social ads for younger audiences: Specific Facebook and Instagram targeting, including lookalikes and influencer-based audiences.
Continuous creative testing: Iterative optimization of visuals, copy, and CTAs based on test insights.

We Create Digital Leader

Step 3

WEVENTURE delivers Results

The cross-channel 360° strategy paid off for eBalance across the board. The combination of performance TV, SEA, YouTube, and social ads not only strengthened brand perception but also significantly improved conversion performance. (Status: March 2020)

TV ROAS

Performance TV became the strongest ROI driver in the media mix, achieving double the returns compared to the previous year.

New customer share

The coordinated use of remarketing, content targeting, and social ads significantly increased first-time purchases.

Conversion Rate

In in-stream and in-display video remarketing campaigns.

Subscribers

Targeted video campaigns drove a strong increase in YouTube subscribers.

Additional successes

Learnings

Key Insights

Omnichannel pays off: Tight integration of TV, SEA, and social media drives maximum brand impact and reach.
Seasonal planning is mission-critical: Strategic budget allocation during seasonal peaks improves efficiency and reduces acquisition costs. S
torytelling builds trust: Real success stories outperform traditional advertising and sustainably increase conversions.
Cross-channel tracking is essential: Only consistent data structures enable accurate evaluation and optimization of touchpoints.
Iterative testing enables scalability: Regular creative tests reveal winning concepts early and support successful scaling.